Creativity

Sprite: Camouflage Cool

Among the many new tricks Sprite's been up to lately, in defense of its turf as the official "urban" soft drink, is some effervescently Escheresque packaging, including a slammin' slim can. But it all seems so minty

Published on Apr 29, 2004

Editor's Pick

Among the many new tricks Sprite's been up to lately, in defense of its turf as the official "urban" soft drink, is some effervescently Escheresque packaging, including a slammin' slim can. But it all seems so minty fresh and clean; how come no hip-hoptical opticals, with the likes of that miniature homey Miles Thirst, the dawg doll? "You can't drink a TV spot," explains Brian Collins, head of O&M's Brand Integration Group. "If you put graphics from a soft drink commercial on a soda or a vending machine, you're missing the point of what that particular context and implied product experience are all about. We saw the slim-can packaging as a way to reinvigorate the brand, specifically at youth-focused events and venues. The graphics allowed us a way to reimagine Sprite using brand language that is new, but still builds off the brand's equity. The camouflage images of kids show them hanging out with Sprite's lemon-lime hues. It's not caffeinated; it's a chill aesthetic." Adds designer Weston Bingham, while "the silhouettes that are the key element in the designs represent individuals, together on the package they make a hybrid community

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About

Credits

Date
Apr 29, 2004
Client:
Sprite
Executive Creative Director:
Brian Collins
Creative Director:
Weston Bingham
Designer:
Iwona Waluk
Designer:
Maja Blazejewska
Design:
Ogilvy & Mather
Agency:
Ogilvy & Mather New York

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